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Jen Peters 26 Jun 18
Replying to @guardian @meghasuresh
. launched a fundraising goal of $50k to do a full series on the issue of US public lands; in two months they earned $116k to do that coverage
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Jen Peters 26 Jun 18
Replying to @guardian @meghasuresh
Other campaigns launched on women’s emotional labor (Mother Load) and gun control (Breaking the Cycle) earned $50k and $200k respectively
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Jen Peters 26 Jun 18
Replying to @FT
Now we’re talking about retention with and Amedia Norway
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Jen Peters 26 Jun 18
Replying to @FT
. has 920,000 paid customers, and an annual subscription is between $400–$650 (depending on package); they have 1.9M daily readers
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Jen Peters 26 Jun 18
Replying to @FT
(An sub is pricy, but if you’re in finance/business, it’s so worth it; I subscribed for a while and they do brilliant work on economics and finance)
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Jen Peters 26 Jun 18
Replying to @FT
.’s product vision 👇🏻
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Jen Peters 26 Jun 18
Replying to @FT
It costs 5x as much to acquire new customers as it does to keep those you already have says
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Jen Peters 26 Jun 18
Replying to @EditrixJen
Engagement is a “very fluffy” word; it can mean anything
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Jen Peters 26 Jun 18
Replying to @EditrixJen
Engagement doesn’t matter in retention; look for clues on how likely they are to re-up their sub; use RFV metric
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Jen Peters 26 Jun 18
Replying to @EditrixJen
Reminder that RFV means recency, frequency, and volume; higher RFV means you’re more likely to renew your subscription
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Jen Peters 26 Jun 18
Replying to @FT
This RFV metric is the best way to look at users’ habits; habits = recurring use = defined value = more likely to resubscribe says
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Jen Peters 26 Jun 18
Replying to @FT
“Only thing people will pay for that they don’t have a habit for is the gym” jokes Gadi Lahav of when discussing RFV
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Jen Peters 26 Jun 18
Replying to @EditrixJen
Habits are tied to use; someone reaching you through Search is less likely to subscribe than someone who’s coming through a newsletter or finding you across devices
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Jen Peters 26 Jun 18
Replying to @EditrixJen
Help readers form habits! Get them to download your app or subscribe to your newsletter, making it more likely that they develop a habit of relying on you
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Jen Peters 26 Jun 18
Replying to @FT
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Jen Peters 26 Jun 18
Replying to @FT
Personalization also helps with habit formation as learned
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Jen Peters 26 Jun 18
Replying to @EditrixJen
Up now is Amedia, a Norwegian publisher (who won big at a few weeks ago)
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Jen Peters 26 Jun 18
Replying to @EditrixJen
Amedia has publishes 63 local newspapers in Norway and one national news website
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Jen Peters 26 Jun 18
Replying to @EditrixJen
In 2014, Amedia switched from ad model to reader revenue model, and they saw readership rise in 2015 because of this
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Jen Peters 26 Jun 18
Replying to @EditrixJen
Print is not harmed by digital growth, Amedia says — print decline is the same as it was before beginning their digital-first strategy
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Jen Peters 26 Jun 18
Replying to @EditrixJen
(Brief aside to note that this European way of using a period where there should be a comma in a number never fails to confuse me)
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Jen Peters 26 Jun 18
Replying to @EditrixJen
The more often someone visits your website, the more likely they are to subscribe
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Jen Peters 26 Jun 18
Replying to @EditrixJen
You need to chase the stories and marketing strategies that hit your core readers — don’t try to attract fly-bys with content/ads that don’t register with your core audience
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Jen Peters 26 Jun 18
Replying to @jawtry
Amedia found that the stories they published most of ended up being the least read; similar to a point made about cutting content at
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Jen Peters 26 Jun 18
Replying to @amedia_no
More takeaways from ’s research of their readership 👇🏻
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Jen Peters 26 Jun 18
Replying to @amedia_no
Best days for are not necessarily when a story gets huge readership, but when they publish stories across topics to better serve all readers
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Jen Peters 26 Jun 18
Replying to @amedia_no
Don’t focus on filling pages; focus on doing the best journalism for your audience says
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Jen Peters 26 Jun 18
Replying to @amedia_no
Talk about the journalism, not the product (printed paper or digital page)! That’s what matters most at the end of the day
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Jen Peters 26 Jun 18
Replying to @amedia_no
Go digital-first for real and do journalism as if the print product doesn’t exist
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Jen Peters 26 Jun 18
Replying to @jason_kint @DCNorg
Now time for a chat about data, privacy and trust with of
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Jen Peters 26 Jun 18
Replying to @jason_kint
The decision needs to be made at the very top of the organization in order to diversify revenue streams says
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Jen Peters 26 Jun 18
Replying to @jason_kint
Q for : Are you positive about the future of reader-funded media? A: Yes. National pubs have an easier time, of course, but there's momentum in the local space in thinking about reader revenue
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Jen Peters 26 Jun 18
Replying to @jason_kint
Platforms need to be more supportive of news, especially of subscription news!
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Jen Peters 26 Jun 18
Replying to @jason_kint
There's a younger generation that's native to digital and is more comfortable paying for subscriptions if they get value out of it (like Spotify and Netflix... and news)
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Jen Peters 26 Jun 18
Replying to @jason_kint @tjaardvark
A good spin for membership drives: "We want to have a direct relationship with you without involving third parties"
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Jen Peters 26 Jun 18
Replying to @EditrixJen
Platforms AND publishers are not honest enough about how they're using data
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Jen Peters 26 Jun 18
Replying to @jason_kint
"We've set the bar in our industry for how data is used very low, and now we're dealing with the backlash of that" says . "Unless the bar is raised across the industry, the publisher loses out [by not also using the same practices]"
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Jen Peters 26 Jun 18
Replying to @jason_kint
Facebook and Google are both making efforts to help publishers, but neither is really doing enough or doing what SHOULD be done; take, for example, FB's new political ad categorization for all uplifted political news content
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Jen Peters 26 Jun 18
Replying to @EditrixJen
Phew! Full day at today. We're back tomorrow for a half-day of sessions, from 8:30am till noon EST, with much more conversation about subscriptions. Tune in again (or mute me) then! Now, I rest my thumbs.
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Jen Peters 27 Jun 18
Replying to @NewsCEO @newsalliance
Back at this morning. At 9am(-ish), will be talking about the problem of fake news and the ’s work to
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